Our second Foresight event brought together marketing leaders for an afternoon focused on one topic that is reshaping every team, plan and budget: Social. Foresight is a Ted Talk- style series created for leaders navigating unprecedented change. This session explored what every marketing leader needs to know about social right now and what has shifted in 2025.
Social has become the centre of gravity for discovery and demand and is now the biggest line on the media plan. With social overtaking search globally and mobile time eclipsing TV in Great Britain, teams are rethinking creative workflows, channel mix, community strategy and the role of creators and culture. The event delivered a fast and practical overview of what has changed and what to do next.
The afternoon featured speakers from eight&four, Reddit, Cancer Research UK and Broadsheet London who shared practical insight on the realities of leading social in 2025.
Amy McCulloch opened the session by showing how social has become the operating system for discovery and decision-making and what this shift means for creative, channel planning and attention strategy.
Camelia Asaad shared eight&four’s model for deciding when to engage with trends and when to step back, highlighting how brands can participate without putting their equity at risk.
Olivia Burt and Chloe Singleton explored why Reddit is rising on every senior marketer’s radar and offered practical advice on navigating the platform for intent, visibility and customer insight.
Jayne Carverhill and Richard MacKichan examined how the press landscape has changed and outlined what modern PR foundations look like in an environment shaped by AI overviews and shifting journalism.
Annie Harte discussed the renewed appetite for real life experiences and how brands can meet this shift by connecting online and offline storytelling in culturally relevant ways.
Sophie Hodges, Athar Abidi and Tom Lay closed the afternoon with an inside look at Cancer Research UK’s creator strategy, showing how they unlock the potential of celebrity talent, ambassadors, employee advocacy and UGC.
It was fantastic to welcome so many clients, partners and friends in person, reflecting eight&four’s mission to create spaces that cut through the noise and bring clarity to the shifts reshaping marketing right now.
👉 Browse our full events calendar here and stay updated on what’s coming next.
🎥 Want a quick look at the highlights? Watch the wrap up video below.
